Overview

To celebrate the grand opening at the end of August 2022, the store opening reception for the interior brand “DAFT about DRAFT” was held at the Omotesando flagship store. The event was held in two parts: a private viewing in the afternoon and a reception party in the evening. At the private viewing, we introduced the brand to fashion and lifestyle media, and at the evening reception party, we invited celebrities and influencers to build a network.

URL: https://daft-about-draft.com/pages/tokyo-flagship-store

Activities

①Since the challenge was to raise awareness among potential customers, we created a list of industry people with a high interest in interior design, families who had moved or were moving to a new home, and people who were likely to need furniture for company management or restaurant management.

②We started approaching influencers and media with a high priority for the brand, and in light of the number of attendees, we proposed a second candidate from our company and made additional approaches. In addition, we used the brand’s SNS account to announce the event from the guidance stage and guide people to follow the Instagram account.

③Five media outlets visited the media preview, and we secured coverage from one outlet. 87 people attended the reception party, and more than 30 celebrities and influencers posted and spread the word on social media. Furthermore, the number of followers of the brand’s Instagram account increased from 50 to 400.